Communication of Private University Services During the Covid-19 Pandemic


The purpose of this study was to examine and analyze the communication of private university services during the Covid-19 pandemic. This research study was motivated by the Covid-19 pandemic that occurred in Indonesia and had a direct impact on various people’s lives, including the world of education in universities. The online learning process in the form of distance lectures is an alternative and a must in conducting lectures for students. Various problems arise when universities must carry out all activities online so that communication services at universities during the Covid- 19 pandemic are important, where students do not meet directly with lecturers and education staff. The research method used in this study was qualitative with a case study approach at universities that are partners of Universitas Islam Bandung at the Region IV Higher Education Service Institute, West Java, and Banten. The selection of research objects was carried out purposively and subjectively based on the National Accreditation Board for Higher Education, namely Universitas Sangga Buana, Sekolah Tinggi Ilmu Komunikasi Bandung, and Sekolah Tinggi Administrasi Sebelas April Sumedang. Data collection techniques are in-depth interviews with informants involved in service communication at selected private universities, observation, and literature study. The results showed that the communication of services carried out by private universities with students used e-learning, Zoom, Google meet, and Whatsapp groups. Barriers to online service communication occur when the internet network does not support it and many students go offline and do not comply with the health protocol.

Keywords: service communication, relationship management, covid-19 pandemic

[1] Malikhah I. “Pengaruh Mutu Pelayanan, Pemahaman Sistem Operasional Prosedur Dan Sarana Pendukung Terhadap Kepuasan Mahasiswa Universitas Pembangunan Panca Budi.” JUMANT 2019 May;11(1):67–80. Accessed: Oct. 30, 2022. [Online]. Available:

[2] Wahyono T, Rafinita A. “Unsur-Unsur Komunikasi Pelayanan Publik (Sebuah Tinjauan Literatur).” Jurnal Multidisiplin Dehasen (MUDE). 2022 Oct;1(4):489–494. doi:

[3] Marfuah U, Anugerah R, Puteri M. “Pengukuran Tingkat Kepuasan Mahasiswa Terhadap Pelayanan Akademik Fakultas X Universitas XYZ.” Prosiding Semnastek. Vol. 0, No. 0, Nov. 2016, Accessed: Oct. 30, 2022. [Online]. Available:

[4] Lubis H, Ramadhani A, Rasyid M. Stres Akademik Mahasiswa dalam Melaksanakan Kuliah Daring Selama Masa Pandemi Covid 19. Psikostudia : Jurnal Psikologi. 2021 Mar;10(1):31–9.

[5] Saleh. Public Service Communication. Universitas Muhammadiyah Malang., 2010.

[6] Wiwitan T, Yulianita N. “Strategi ‘Marketing Public Relations’ Perguruan Tinggi Islam Swasta: Peluang dan Tantangan di Era MEA”, Accessed: Oct. 30, 2022. [Online]. Available:

[7] Pandapotan S, Andayani T. Peran Front Desk dalam Peningkatan Pelayanan Prima di Unit Program Belajar Jarak Jauh, Universitas Terbuka Medan [ JEHSS]. Journal of Education, Humaniora and Social Sciences. 2019 Aug;2(1):119–133.

[8] Gede Juanamasta I, et al. “The role of customer service through customer relationship management (CRM) to increase customer loyalty and good image.” International Journal of Scientific & Technology Research. 2019;8(10). Accessed: Oct. 30, 2022. [Online]. Available:

[9] Guerola-Navarro V, Gil-Gomez H, Oltra-Badenes R, Sendra-García J. Customer relationship management and its impact on innovation: A literature review. J Bus Res. 2021 May;129:83–87.

[10] Soltani Z, Zareie B, Milani FS, Navimipour NJ. The impact of the customer relationship management on the organization performance. J High Technol Manage Res. 2018 Nov;29(2):237–246.

[11] Kriyantono R. Teori Public Relations Perspektif Barat Dan Lokal: Aplikasi Penelitian Dan Praktik. Jakarta: Kencana; 2014.